Value-based Marketing in Mining Machinery
|School||Southwestern University of Finance and Economics|
|Keywords||Mechanization Production Value-based marketing Customer delivery value Mining equipment Sales Strategy|
With the development of Chinese economy, the demand of raw resource is growing quickly, which provide the Chinese Mining company and Mining Equipment industry a good opportunity to grow up accordingly. The latest years, the production capacity from mining company was double and double than before, also the Chinese government always focusing on the people safety for the mining and construction business. As a result, the mining company need produce by mechanization production and automation production, so that they will not need too many people working in job site to ensure the safety policy. On the other side, it is only one way to enlarge the production capacity through mechanization. According to the mining and construction machinery association information, from Tenth-five to EvleventhO-five, the sales value was doubled and reached to400billion. By end of twelfth-five, It will be reached900billion.The mining equipment is part of construction machinery, Now the foreign company are leader of the industry in China, such as Sandvik, Atlas Copco, Mestro and Caterpillar, How the Chinese company can catch the strategy opportunity? The only way is get high quality product, value-based marketing and good service.Form the view of value-based marketing, the thesis analyze the Sandvik and domestic company marketing strategy and model. Through conducting the marketing concept of foreign company, local company can know how to implement the marketing strategy and sustainable development.This thesis is composed of three parts. The first part is value-based theory. Through introducing the Value-based marketing theory and customer value. According to Philip Kotler about the customer delivery value, the thesis analyzed the customer value and introduce the concept how to create and enlarge the customer value. How the enterprise can meet the customer value demand so that the customer gain high satisfactory. As a result, the cooperation is win-win situation. Secondly, Insert the Sandvik company and introduce the company basic information and sales channel. Also predict development of the construction machinery industry and the trend in the future. In the past several decades, the construction machinery make a rapidly progress. Last year, the industry sales revenue is400billion, the analyst predict it will reach900billion at the end of twelfth five-year-plan. How to capture the strategy time, the paper have the advice.Thirdly, Analyzing the customer of construction machinery. The paper claim the type of customer should have the demand for safety, high efficiency, stability, good service, and so on. From the view of customer value, the paper have the resolution to realize the above factor. After we understood the customer’s real demand, we can take the action step by step to meet their requirement.Lastly, through introduce the biggest underground phosphorus mine, Sandivk gained big market share through application of value-based marketing.